Citation

Wafa, Syarifah Nurleyana and Abu Seman, Rabiah Adawiah and Hassim, Nurzihan (2026) Effectively Engaging Consumers with Brand Micro-Narratives. In: Professional Communication. Taylor and Francis, pp. 200-210. ISBN 978-104052511-1, 978-103289598-7

Text 11.pdf - Published Version Restricted to Repository staff only Download (184kB)

Abstract

In today’s digital landscape, professional communicators face the challenge of effectively engaging consumers amidst information overload and short attention spans. Micro-narratives, or bite-sized stories, have emerged as powerful tools to address this challenge. This chapter explores the concept of micro-narratives in various digital marketing content, focusing on how these short, impactful stories can capture and retain consumer attention. The discussion examines the theoretical underpinnings of narrative transportation—the psychological process where individuals become deeply engaged in a story—and its relevance to micro-narratives. It highlights how these brief stories can create engaging emotional connections with consumers. Central to this exploration is demonstrating how bite-sized stories can shape perceptions, evoke emotions, and drive action as effectively as traditional, longer-form advertising. Through real-world case studies from Malaysia, this chapter discusses the application of micro-narratives in short-form content marketing. It provides insights into the strategic use of these concise yet compelling stories, offering practical guidelines for leveraging them to enhance brand engagement and support marketing efforts. The chapter concludes by emphasising the adaptability and effectiveness of micro-narratives in diverse scenarios, highlighting the unique advantages of this concise format in modern marketing strategies, particularly in how they utilise local cultural contexts to resonate with audiences.

Item Type:	Book Section
Uncontrolled Keywords:	Commerce
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	04 May 2026 03:36
Last Modified:	04 May 2026 03:36
URII:	http://shdl.mmu.edu.my/id/eprint/15851

Downloads

Edit (login required)